August 10, 2018

One-Third of Marketers Have CDP in Place: Winterberry Report

Customer Data Platforms are deployed by 38% of the marketers and vendors surveyed by Winterberry Group in a new report for the DMA. The figure is impressive although CDPs still lag Data Management Platforms (48%), Third party data (51%) and CRM databases (69%). Other results: insights and email targeting are the most goals for identity-related investments and extracting data from “walled garden” vendors like Facebook, Google, and Amazon is the biggest challenge in identifying addressable audiences. Lots more.

Walled gardens were top of mind for CMOs polled in a Nielsen survey too. They ranked social and search marketing as the most effective media channels, even though just 26% were satisfied with their relationships with the walled garden vendors and 24% had a high level of trust in the measurements they provide. Martech fared no better: just 26% were very confident they had the right technology in place.

&If you need a reminder that surveys aren’t always accurate: a report in The Information says that internal Amazon documents show only 2% of smart speaker owners actually made a purchase with them so far in 2018. Surveys based on self-reported consumer behavior have put the rate above 50% or even 70%.

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